Saft America

From Insight to Impact: Strategic Audit and Global Campaign Fuel Saft’s Xcelion® Battery Launch

Client: Saft
Sector: Energy Storage (Defense, Aerospace, Motorsports, Industrial)
Offering: Market Research, Strategy, Visual Identity, Lead Generation, Graphic Design, Geofencing, Social Media & Programmatic Campaigns, Video Production, Tradeshow Marketing

Product Rollout & Multifaceted Marketing Support

Saft America enlisted What Works Studio (WWS) to orchestrate the international launch of its Xcelion® lithium‑ion battery line through a multi-faceted marketing program. Our work encompassed:

• Strategic Audit: Rapid assessment of existing brand assets and messaging to align visuals and tone across English and French markets.

• Material & Campaign Development: Production of print and digital collateral, video assets, and localized campaigns tailored for defense, aerospace, industrial, medical, and municipal sectors.

• Digital & Geofencing Campaigns: Programmatic, social media, and location-based targeting—including event-venue geofencing at industry trade shows—to engage key decision-makers.

• Lead-Generation Campaigns: A single strategic push that generated 62 qualified leads, including several enterprise prospects, exceeding initial targets.

• Extended Partnerships: Ongoing support for electric racing battery launches, virtual events, space-program milestones, and corporate rebranding efforts.

Audit & Strategic Foundation

• Brand & Asset Audit: Conducted a thorough review of Xcelion® marketing collateral across regions and channels to identify opportunities for more cohesive visuals and messaging. Proposed a set of standardized templates and a consolidated asset repository to speed up production and maintain consistency across all markets.

• Market Research: Performed targeted analysis of defense, aerospace, industrial, medical, and municipal sectors, mapping buyer requirements, regulatory factors, and regional purchasing cycles to inform messaging and channel selection.

• Competitive Benchmarking: Evaluated global and regional battery competitors’ positioning, creative approaches, and campaign tactics to uncover differentiation opportunities for Xcelion®.

Marketing Materials & Visual Refinements

• Visual Refinements: Collaborated with Saft’s team to refine key visual elements—such as logo placement, color usage, and typography choices—ensuring a cohesive look across all Xcelion® assets.

• Collateral Production: Designed and produced a full suite of marketing materials—print brochures, technical whitepapers, digital ad creatives, and tradeshow graphics—incorporating refined visuals for consistency.

• Campaign Messaging: Developed lead-in headlines and taglines for each campaign push, ensuring consistent, benefit-driven messaging that resonated with target audiences across all channels.

• Messaging Adaptation: Localized core Xcelion® messages (safety, longevity, modular design) for English and French audiences, embedding industry-specific language into all assets.

• Template Toolkit: Built adaptable InDesign and PowerPoint templates for rapid content creation and efficient updates.

• Custom Iconography: Developed bespoke icons illustrating key product features and use cases, enhancing the visual narrative across all marketing materials.

• Rebrand Alignment: Revised each asset in this category to fully align with Saft’s parent company rebrand, ensuring brand cohesion at every touchpoint.

Creative Execution & Campaigns

• Collateral Development: Designed and rolled out bilingual print brochures and technical whitepapers; created print ads for industry publications; and produced tradeshow booth graphics, banners, and branded giveaways.

• Video Production: Produced dedicated videos for each Xcelion® product model and a comprehensive operating-manual video for the flagship battery.

• Digital & Social Campaigns: Launched programmatic display and LinkedIn Lead Gen ads targeting 1,500+ qualified accounts; managed Twitter campaigns to share technical insights and case-study highlights.

• Virtual & Tradeshow Marketing: Supported Saft’s internal marketing team with event signage, brochures, and branded giveaways; deployed geofencing around trade-show venues to engage attendees on mobile.

Results & Impact

• Qualified Leads: A single campaign produced 62 qualified leads, including several enterprise clients, exceeding the original goal of 50 leads.

• Accelerated Timelines: Streamlined asset creation processes, reducing campaign production time by approximately 25% and enabling synchronized rollouts in multiple markets within six weeks.

• Global Reach: Executed bilingual campaigns in seven countries, planting Xcelion® awareness in key defense, aerospace, industrial, medical, and municipal hubs.

• Engagement Metrics: Video content achieved and digital ads maintained an engagement rate of 1.8%, exceeding energy sector benchmarks.

• Ongoing Partnership: Continues to support Saft with marketing for its Formula E and professional motorcycle racing battery lines, plus virtual roadshows, leveraging the established Xcelion® framework.

Additional Marketing Support

• Electric Racing Batteries: Developed targeted promotional materials for Saft’s FIA Electric GT, ABB FIA Formula E, and FIM Enel MotoE racing battery lines, enhancing brand visibility in motorsports.

• 50 Years in Space: Celebrated Saft’s 50th anniversary of powering space missions by producing an animated digital timeline video and print collateral that highlighted key milestones and engaged aerospace stakeholders.

• Parent Company Rebrand: Supported Saft’s parent company rebrand by revising Xcelion® and corporate marketing assets—updating templates, collateral, and digital materials to reflect the new corporate identity.

By combining in-depth audits, targeted visual refinements, and multi-channel campaigns, WWS delivered a cohesive launch for Xcelion® and generated tangible pipeline growth for Saft America.